Databases are the foundation Email Marketing of all your email marketing . No matter how good your email content is, if your database is not well organized you will not get good results, and you may even end up classified as spam .
How to avoid this problem? Let’s look at the reasons why databases get “dirty” and how to make yours as clean as a whistle to improve your ROI.
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Email marketing: how to clean your database to improve ROI
Why clean up your database?
If you have been doing email marketing for years , it is common to have outdated contacts : email addresses that no longer exist, invalid data or even people who never wanted to receive your emails. And this can have several negative consequences :
Email providers have a number of filters and criteria in place to prevent users from receiving spam emails . If your emails are marked as spam by more than 0.1% of recipients or have an open rate of less than 15%, the email provider will identify them as spam and they will never reach the recipients’ inbox. As you can imagine, this can throw your entire email marketing strategy into disarray.
As you may already know, data protection laws at European level have become stricter in recent years (the famous GDPR) . If your database contains contacts who have not explicitly consented to receive your messages, you could be in breach of these regulations, and this can lead to serious penalties.
Being flagged as spam can seriously affect your brand’s reputation . If users perceive that you are sending spam, you will have lost their trust, and with it the opportunity to convert them into customers.
And finally, dirty databases
also dirty your metrics . If your emails don’t reach your recipients’ inboxes or you have a high bounce rate, it’s harder to calculate how effective your email marketing really is and implement strategies to improve your ROI.
Another common problem with databases is poor segmentation and disorganization . For example, there are often problems with data formatting. If you ask users their job title, they will most likely enter several different options for the same position: “marketing director”, “CMO”, “chief marketing officer”… If you don’t have these types of factors benin consumer mobile number list well controlled, these users could end up on different mailing lists, when in fact they should be the same. In the long run, this creates a lot of complications for managing your email strategy. So let’s see how to start to solve this whole mess.
How to Clean Your Email Marketing Database Once and for All
Delete spam emails
The fundamental principle of cleaning up your email marketing database is to ensure that each and every contact on your list is a person who is genuinely interested in receiving your emails. Let’s see what you can do to achieve this:
Identify hard bounces and delete those emails from your list forever . A bounced email is one that never reaches its destination. Within this category, we have soft bounces (the email cannot be delivered email marketing email marketing: how to clean your database to improve roi due to a temporary problem, for example, the recipient’s inbox is full or the server is down) and hard bounces (the email address or domain no longer exists, or the server has blocked your cg leads brand from sending). Hard bounces generally have no solution, so the best thing you can do is remove those contacts from your database now.